Orange: When The Lights Are Off

Published on Apr 09, 2009

Editor's Pick

To launch the telecommunication company's online video-on-demand portal, the agency wanted to emphasize how watching video on the internet is comparable to watching content on other screens, like in dark movie theaters. To enter the site, users turn on their webcams and turn out the lights--the site detects the lower light level and allow entry into the site. The campaign won the network's interactive idea of the year award. Check out a video of the site in action.